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THE COMPANY

Series D Fintech Startup

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THE CHALLENGE

EarnIn, a fintech startup specializing in earned wage access products, sought to better understand its customers' needs and drivers behind app downloads. Specifically, they aimed to expand their product's definition beyond a narrow association and develop new messaging strategies.

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THE PROJECT

My engagement involved designing, leading, and executing a qualitative research study. In collaboration with the director of product marketing, I conducted in-depth interviews with over 15 new customers, who represented a variety of life stages, geographies, and familiarity with EarnIn's product. The goal was to extract key insights, recommendations, and messaging strategy suggestions.

I employed a deep, qualitative research approach, conducting in-depth Zoom interviews with customers. Following the interviews, I led a synthesis and opportunity generation workshop with the client team.


Recruitment posed challenges due to customers' varying digital fluency and work schedules. Interview adherence and no-show rates were high, requiring additional measures to ensure high-quality participation.

My deliverable included a comprehensive deck featuring insights, customer quotes, video clips, and identified opportunities.

My research efforts deepened the client's empathy for their customers and provided rich insights into customer needs, contexts, and their relationship with the product. I proposed an unexplored use case with significant growth potential, previously unaddressed by their marketing efforts.

This case study highlights the value of a well-thought-out qualitative research process for developing deeper customer empathy, validating hypotheses, and uncovering new insights. These insights can be leveraged creatively for enhanced marketing and messaging strategies.